WINTER '26 CAMPAIGN
THE CAF
ROLE: ART DIRECTION / VIDEOGRAPHY / ROLL-OUT
The Caf Winter Campaign centers on the J'Adore hoodie — French for "I adore" — a translation that became the spine of the story: a garment saying out loud what its wearer can't. Two characters, one falling for the other and too aware of it. That idea carried through every layer of the campaign, from song choice to editing style to how the story unfolded for the viewer. Color became one of the clearest ways to tell that story. I paired the garments' coloring with the grading of each video, using shifts in tone and saturation to mark where the two characters stood emotionally at each point in the arc: cooler, more restrained coloring early on, warming as the feeling became easier to convey. That consistency between wardrobe and footage gave the audience a visual throughline to follow, so the story read clearly even without dialogue spelling it out.
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2026
HIS POV ON HER
ESTABLISHING REEL
HIS POV ON HER
THE CAMERA ON HIM
THE CAMERA
ON HIM
THE START
THE MIDDLE
THE END
Coldness in the coloring and ominous music; the man's hoodie carries a visual cue of dice, foreshadowing the risk he's about to take. His glance and intention are written on his chest; her stare away, not even aware of his intention. Harsh lighting spotlights the scene; that single frame works as a tableau for the whole campaign, the entire arc compressed into one shot. By the end: mirrored posture and matching outfits, a lighter, happier tone. The two finally in unison.
THE GRID
The grid is the packaging for the campaign. Columns act as pieces, rows act as scenes. Distinct patterns from top to bottom build foreshadowing, unlocking product placement and the scents that accompany the garments. The content is pieced together through photography and videography for a cohesive story.
WHAT I'D PUSH FORWARD
Given physical media, an editorial catalogue of the collection wrapped in imperfect cellophane, each model piercing through, staring back, inviting the viewer to unwrap and discover the collection inside. Inserts or wheatpasting would carry strong noise overlaid on the model, in contrast with an imperfect, soft white vignette. The texture that helps build the world of the campaign.
